#28 | How To Attract Clients & Monetize Faster By Using Your Podcast As Your Top Of Funnel (Podcast Marketing & Monetization Tips)

0:00You want to turn strangers into high-ticket clients, but your podcast isn't converting listeners the way you hoped. Welcome to How to Grow a Podcast that attracts high-ticket online coaching clients. The show helping coaches, consultants, and experts turn your slow-growth podcast into a profitable client attraction system. At the end of this episode, I'll share a little more about who I am and what we do at my company, GetMoreListeners.com. It might even shock you. But for now, let's dive into the episode. In today's episode, you'll discover how to turn strangers into buyers using your podcast as your top of funnel.

0:40The step-by-step process to attract, nurture, and convert listeners. And finally, why solo episodes are a must for client attraction. Let's dive in. When it comes to our podcast and using it as a top of funnel, as a billboard to attract the listeners we want, to nurture them with our content, and to turn them into a paying client. Let's be honest, I love podcasting. You probably love podcasting, but you also love making money. And if we want to make money with our podcast, we need a podcast that is able to attract, nurture, and convert our listeners into clients. And that's something that so many podcasters struggle with.

1:21That's something you might be struggling with right now. So today we're giving you the step-by-step process you can start to follow today. So it really is a step-by-step process. What we're trying to do is use the podcast as a top of funnel to initially be discovered before we then convert people by nurturing them and turning them into a buyer. So it all starts with being discovered as the first touchpoint that potential clients have with you. And what is the best way to be discovered? The best way for you to be found by new listeners, your ideal listeners, is through podcast SEO. And what is podcast SEO?

1:59Podcast SEO is your process of ranking your podcast higher on Apple and Spotify specifically. Nothing to do with Google. Optimizing your show for Apple and Spotify, because that's where your ideal listeners, your potential clients, are going to find new shows. So when you can rank high, you can be more discovered by your ideal listeners. It's so much easier to grow this way and attract the right people. And another point, not only is it the most common way people find podcasts, not through social media, they just search on Apple or Spotify, but these listeners are also higher intent. They're more likely to become clients because they're actually looking for help on this subject.

2:41They're aware of the problem and looking to solve it. If someone types in how to scale a coaching business, guess what they're looking for? a podcast to help them solve their problem. And when you have the keywords, how to scale a coaching business in your show name, episode title, show notes, you rank way higher for this keyword. And you're now positioned as the solution to their problem because that's the only way you're going to help them click, listen, and eventually become a client. That is step one, ranking for the right keywords. And when you do that, you're showing yourself to eager listeners and potential clients actually looking for what you've got to offer.

3:20So what keywords, what search terms do you believe your audience are typing in on Apple and Spotify? Add that in your show name, episode titles, and show notes. So we've thought about what people are typing in. We've plastered that everywhere. We are now a beacon to those who are looking. We're using the podcast as a top of funnel. But then we want to turn them into a buyer. We don't stop there. We have to nurture them well enough to the point where they make their way down your funnel and come deeper into your ecosystem. Most people think this is just making great content and that takes care of itself.

3:57To an extent, that's true, but that leaves a lot to chance and out of our control. Just saying, I make great content and people will enjoy it, there's a much more methodical approach. Absolutely. And that comes down to having a demand-based content strategy. Your process where you're being strategic about what topics you cover. What we've found to work best when it comes to turning strangers into listeners, into actual clients, is really focusing on addressing the specific pain points, the challenges your listeners are going through, answering those questions, helping them solve these problems every episode.

4:34When you do this, you build up the know, like, and trust, and you display your area of expertise, positioning you as the authority and the solution. This is the only way that you can hope they're going to pay you money and want to work with you. You can't skip this point. And it's important to say, we still need to be packaging this in a way that works for people at the top of your funnel. For example, if we made episodes like How to Improve Your Podcast SEO for potential listeners that don't yet know what podcast SEO is, it's not going to stand out. The value will go over most people's heads.

5:10So when we talk about pain points, we have to talk about them in a way people understand. They understand the pain. They might not understand the solution they need. So instead of saying, improve your podcast SEO, we might say, why no one is finding your podcast on Apple and Spotify. This taps into the market-first learning about this, top of funnel. Then we teach them, and we're nurturing because we're explaining what podcast SEO is, understanding the problem, and providing the solution. We're meeting them where they are and bringing them deeper, providing lots of value. That's what we want to encourage you to do if you want to nurture your listeners.

5:49The other piece that's super important is thinking about the actual formatting. If you're trying to use your podcast as a lead gen tool, it's super important to focus on solo episodes. Why solo episodes? Well, it's putting things fully in our control. With guests, you can't know for sure you're going to be speaking to the listeners' pain points the way you want. With you, you have total control. And when you have guests, the spotlight is on them, and you're positioning them as the authority. When if you want people to build that parasocial relationship with you, which is the name of the relationship we as creators have with our audience, it's one to many.

6:28They know you, but you don't necessarily know them. Doing solo episodes really helps build this because the spotlight is on you. It's more intimate time with you rather than you talking to your guest. We're big advocates of solo episodes. Most of our episodes are solo episodes. Just because most podcasts are interviews doesn't mean you have to be. Think about your goals. And if it really is to take strangers, nurture them, and turn them into clients, then solo episodes are a must. So now we're being found through podcast SEO. We're nurturing them through our content strategy and solo episodes.

7:05But now it's time to help them take the next step and get deeper into your ecosystem. Whether that's getting onto your email list, joining your community, maybe booking a call. We want them to take the next step, not necessarily pay you money, just a step closer. For us, even when we had just started and before we were getting a thousand downloads a month, we were getting decent conversions from our call to action. For sure. The first thing when it comes to your lead magnet, a lot of people might think the call to action needs to be magical. It doesn't matter how magical your call to action is.

7:41If your lead magnet, what you're offering, you're bribed to get your listener into your ecosystem. If that's not attractive enough, and if you're trying to generate leads and book calls and close deals, your lead magnet needs to be something that feels personalized to your audience. For us, that's a personalized audit. So for you, what's something super personalized you can give? Could you do an audit? A specific type of review? or what's highly valuable? Think about if you have a process to help clients get a result, what's step one or two? Can you give them that piece they would pay for? Here's the key part.

8:19Once you have this personalized high-value lead magnet, you need to make sure how you give them the lead magnet is also personalized. What we do is we don't have automations. We send you to a landing page. They enter details, and you or a team member reaches out directly and make it feel personalized. What we do is we say, hey, just confirming this is insert name, host of insert podcast, before I send over the personalized audit, question mark. This is a way to personally reach out to your listeners and create that touch point. This is so important. If you want them booked on a call or nurture them, they need to feel like they're having a relationship with you.

9:00By asking, is this you, before I send over the lead magnet, and them saying yes, now you're in, the conversation has started. Right on. So ultimately, you've got people in, you've nurtured them. But to get them to take the next step, you need a valuable next step. What worked really well for us, even with a very small audience, offering something personalized went a long way as a really strong lead magnet. So that is what we'd encourage you to do. It can be through social media. Maybe they text you a certain word. Whatever it is, keep it personalized, and your job is to engage and get them onto a call.

9:38And of course, the final part is actually closing them and selling. But this isn't a sales podcast. The good thing is, your podcast has been doing all the selling and nurturing. So if you get them on that call, they're red-hot leads. So look, if you genuinely want to turn your podcast into a lead generation tool, focus on optimizing your show for podcast SEO. Being discovered on the platforms, having the right keywords, the search terms your listeners are searching on Apple and Spotify. Then having your content strategy and episode titles speaking to their specific pain points. Focusing on solo episodes where you're positioned as the authority, providing them solutions so they can build know, like, and trust.

10:26At that point, provide a strong call to action with an irresistible lead magnet that's personalized. Then reaching out directly, starting that conversation, and moving them to a sales call, strategy session, discovery call, whatever that is for you. That is the process. That's what you should focus on if you want to turn more strangers who discover your podcast into a nurtured lead and into a paying client. That's how you use your podcast as your top of funnel and turn new listeners into clients. In this episode, we covered how to turn strangers into buyers using your podcast as your top of funnel.

11:08The step-by-step process to attract, nurture, and convert listeners. And finally, why solo episodes are a must for client attraction. Thank you for listening all the way to the end. at the start of this episode, I said I'd tell you a little bit about me. So I'm about to share a secret with you. One that might mean you hate me. Completely quit listening to this podcast and think I'm a total scam. However, I want to be transparent. Are you ready? Well, my name is Tony. No, of course that's not the secret. The secret is that I'm actually a robot. My creators are Tig and Anthony, hence my name, Tony.

11:55The sick bastards. Anyway, they are the founders of GetMoreListeners.com. In the last five years, they've coached and interviewed over 400 podcasters and generated multiple six figures from their own show. They gave me access to everything they know, and I'm here to share it with you. So while I don't understand why you humans are so obsessed with coffee, I do understand how to grow a podcast that actually brings you new clients regularly. So here's my offer to you. If you want to finally understand why your podcast isn't growing and get a personalized roadmap to fix it, in less than 30 seconds, you can go to getmorelisteners.com slash onlinecoachaudit.

12:37Enter your show name, and we'll send you back a free mini-podcast audit. It's completely customized to you and your show. That's getmorelisteners.com slash onlinecoachaudit. The link is also in the show notes of this episode.